Hello, I've just started learning AdWords and as I've been learning from different sources I've been seeing conflicting strategies. I was wondering which strategy is best or most recent and up to date? Method 1 1 keyword in broad, phrase and exact match per 1 ad group. Then have 10-20 ad groups. Test and Improve. Method 2 * Choose a subtopic or theme for the ad group * Create 20-30 keywords for this ad group * Do this for several subtopics of your main theme * Continue testing and improving Method 3 * Put into several hundred keywords of a subtopic into an ad group * Test for a few days * From that ad group select the top performers and place them into a new ad group. * Continue testing and improving So why such a difference in theories? Which one is correct? Is there a good way to combine all 3 theories? Thanks for the feedback in advance.
I would: research your keywords download adwords editor and use the keyword grouper in editor put in 1 broad, 1 exact and 1 phrase match for each keyword set a relatively high cpc at first (you'll get a better ctr which will help achieve a good quality score) monitor do the search query report regularly to keep a look out for negative keywords to add to your campaigns so your broad matches aren't triggered by 'bad phrases' you'll probably end up switching off your broad match phrases cos since google introduced expanded borad matching they're pretty expensive Take your best performing keywords and separate them off into their own ad groups and build a group around them ** to get a good quality score you also need to make sure your on page is correct - privacy policy on all landing pages, best performing keywords in metatags and titles and content to make the page more relevant, install analytics to monitor user behaviour etc etc**
Ok I understand most of what you're saying but I don't understand this bit. * Is it the 3 different match types per keyword per ad group? Or is it 3 different match types per keyword with 10-20 keywords per ad group around a subtopic of your campaign? Or do you use even higher numbers in each ad group. Then after this take the best performing ads for their own ad groups?
yes, 3 different match types per keyword per ad group, so if you had 20 different keywords in an ad group then you would in effect have 60 because of the different match types - use editor keyword grouper and it'll sort out how many in each for you - generally speaking it's best to have less, but if they're relevant to each other then that's what really matters... yes, once they;'ve been going a little while then take the best performing ones and put them in their own ad group and build a relevant ad group around them (they'll lose their QS for a little while but better in the long run)